WAKE UP THE MEDIA ZOMBIES

SMA Awards Show Activation

Highlight the new Singtel Media & XCO+ partnership and event sponsor status, whilst aligning to the event theme of “Disrupt or be Disrupted”

APPROACH

We needed to turn the starched, stuffy, ritual of awards dinners on its head. Using behavioural insights from local, media-rich environments, we recreated an MRT carriage in the hotel lobby and designed an interactive game where guests at the event were given the opportunity to #wakeupthemediazombies using Nerf guns and crafted a photo mechanic to record and socially share their reactions.